Tag Archives: Super Bowl

There were a few interesting things that happened during the Super Bowl this year.

First, there was the commercial from Maserati. There are some analysts who don’t see the logic of marketing at $65K+ car to working class sports consumers. What they fail to appreciate is that within the 100-150 million member audience, there are more than just average-income working class sports fans. There are also probably more than a few hundred thousand (maybe even a million) people who can actually afford a Maserati Ghibli. And eventually, they might decide to sport a lower-cost car in their line, and they will have begun he process of promoting their brand. You can watch a longer version of the ad here.

Much more interesting to me was the advertisement at halftime for Jerry Seinfeld’s Comedians in Cars Getting Coffee web-based video site. I’m sure that the cost for halftime spots is less than the $4M for an in-game ad, but it’s not cheap. I am pretty sure is the first ever major TV commercial for a WEB-ONLY series. Acura provides in the in-clip advertising for the short videos, so it’s possible they supplied some (all?) of the cash for the Super Bowl ad buy. Wither way, this is NO SMALL THING!

Made-for-online is big. It is NOT going away. Netflix spending $100M for 26 episodes of HOUSE OF CARDS. Amazon Studios producing ALPHA HOUSE and BETAS and other original programming. Hulu and others talking about original content as well. The Internet of Media is officially here.